Often, a call center is conditioned to receive calls, find solutions, note the reason, and move on to the next customer in line quickly. But, with only a few minutes of contact, it's difficult to obtain relevant information. What if there was a technology that turned these interactions into lessons for the future?
This technology already exists and goes beyond phone calls; any type of conversation between a customer and a company can be analyzed. Inclusively, it is not just the tone of voice that determines whether an experience was positive or negative, but rather the overall context of the communication. Factors such as regionalisms and cultural expressions play a fundamental role in this interpretation, as a person may sound agitated when commenting on an event without necessarily being dissatisfied or may use colloquial expressions without negative connotation.
With Generative Artificial Intelligence — that which not only automates tasks but also analyzes data and generates insights — companies can, in addition to solving specific issues, examine thousands of files and data, identify dissatisfaction patterns in conversations, anticipate needs, and help businesses improve the customer journey.
"The AI performs a detailed analysis of each interaction, something a human analyst, due to the volume of data, would not be able to do with the same scope and in the same amount of time. By identifying opportunities, even in the smallest conversations, the tool transforms these insights into actionable intelligence for the company," explains Carlos Sena, founder of theAIDA, a platform specialized in the use of Generative AI to transform interactions into actionable intelligence.
Brazil is already emerging as one of the global leaders in adopting this "branch" of AI: the country is among the top users of generative artificial intelligence worldwide, according to a survey commissioned by Google — 54% of respondents reported using the technology last year, compared to a global average of 48%.
Applied to customer service, generative AI can go beyond its traditional use, which involves chatbots and virtual assistants to automate contact. Because, even in automated interactions, the user experience is not always satisfactory. Therefore, more complex services — or even the client — still require human presence.
And it is in these cases that the not-so-obvious use of AI can be valuable: generative AI analyzes customer behavior in conversations with agents, identifies dissatisfaction patterns, and maps friction points, enabling continuous adjustments to make the journey more efficient. The data analysis performed by the tool helps brands understand bottlenecks and the points of greatest dissatisfaction in customer service, without having to "guess" anything. Thus, improvement decisions are better grounded and, consequently, more likely to have positive effects.
"More than just responding to user requests, Artificial Intelligence allows companies to turn each interaction into an opportunity to improve their services, ultimately creating a true source of information and going to the 'root of the problem' to solve it. Listening well, reflecting, analyzing, and organizing calls can be the difference between losing a customer or winning them forever. It may seem contradictory, but technology ends up being a great ally in making customer service more humanized," concludes Sena.
